Top 10 Store-Brand Promotions

Tapping into the popularity of competitive reality television shows, Safeway held a nationwide three-month search for a chef who would create a recipe for its Open Nature store-brand meals.

Dave Histed, previously a chef at Big Bowl — a Midwest chain of Chinese and Thai restaurants — was awarded the full-time position at Safeway’s Culinary Kitchen, a 4,000-square-foot center at Safeway’s headquarters in Pleasanton, Calif